Adidas, clothing chain Uniqlo and watchmaker Seiko "have congratulated Novak Djokovic on his second Wimbledon victory through ad campaigns," according to Simon Nias of CAMPAIGN LIVE. Adidas "served up a quick congratulatory tweet following Djokovic's thrilling five-set victory" over seven-time Wimbledon champion Roger Federer in Sunday's men’s final. The brand’s tweet featured the slogan "no stopping novak" and the #smashthesilence hashtag, which the brand "has been using as part of its wider Wimbledon social campaign." After Djokovic’s victory, Uniqlo tweeted its congratulations. Seiko "shows a photograph of Djokovic after winning the men’s singles competition," with the copy: "Congratulations Novak!" (CAMPAIGN LIVE, 7/7).